The ratio of journalism students choosing advertising to those choosing a news-editorial emphasis has risen dramatically in the 1980s. To determine whether students are rejecting the news-editorial curriculum based on their beliefs that occupations in this field offer low salaries, poor working conditions, and less creative opportunity than…

As the competition among providers in the continuing education market intensifies, universities starting new seminars will need to alter their marketing and recruitment procedures drastically. Telemarketing and a two-step marketing approach will undoubtedly become more widespread in the future. Individuals responsible for marketing continuing…

A study reexamined survey data collected in late October 1984 in order to test the validity of the generalization that people are influenced more by television ads than they are by television news. Sampling was based on random digit dialing in Dane County, Wisconsin, and 416 interviews conducted by telephone. Data analysis indicated that the…

The goal of this paper is to describe how one classroom teacher uses the Sender-Receiver Communications Model to illustrate for students in a lively and memorable way the process of "targeting your audience" with medium and message. Students are used as examples of Receivers, or target audience, illustrating the potential range of…

A study examined the status of women in the creative departments of advertising agencies. In November 1987, questionnaires were sent to the creative directors of the 196 member agencies of the Adcraft Club of Detroit (the largest advertising club in the nation). Sixty-four questionnaires were returned. Answers and comments from the directors…

This report of a study investigating the advertising strategies of various senatorial candidates and their results presents a trend analysis of GOP Senatorial advertisements aired on television throughout the United States during the 1984 national election campaign. One hundred and one campaign spots from all geographic regions were examined in…

The basic arrangements and practices of American broadcast audience research and measurement were established during the first decade (1920-29) of the field's existence, and were motivated by commercial and competing institutional concerns within the broader context of evolving forms of imagination and expression. A review of the evidence found in…

Prior to 1961, the cost and inflexibility of colorcasting commercials and the limited number of color television sets in the United States had deterred advertisers from switching to color commercials. From 1961 to 1967, however, color's popularity grew significantly. It was hypothesized that, because research on television color effectiveness…

This paper examines how the new communication technology is challenging the "old" media, which includes radio, television, newspapers, magazines, and motion picture. The paper first provides an operational functional description of each of these media. Next the paper suggests another way to look at existing media. The paper then…

A study explored whether the pictorial coverage of African-Americans in three national magazines (Life, Newsweek, and Time) has increased over time, whether the content categories of those pictures has changed, and whether the picture percentage for African-Americans has approached their percentage of the population (11%). Content analysis of…

A pilot study examined how newspaper advertising sales managers in five southwestern states spend their time during a typical work day. Of the 360 questionnaires mailed, 176 responses were received. The largest number of responses (93) came from retail sales managers of newspapers in markets with less than 50,000 population. The questionnaire…

To examine the content of newspaper advertisements used by banks before, during, and after a major bank collapse, issues of the Knoxville (Tennessee) "News Sentinel" from 1982, 1983, and 1984 were analyzed for bank sponsored product and nonproduct advertisements. These advertisements were studied for type, size, and content relating to…

Based on research findings that sex stereotyping used for product commercials is offensive and often ineffective, recommendations for change have been proposed to the advertising industry. Women, in particular, have been portrayed in advertising in traditional domestic roles, emphasizing the consumer role, especially in television advertising.…

Through a review of data from the Campbell-Ewald Advertising Agency and its creative director, the Chevrolet car company, and a review of the award-winning television commercials, this paper explores the successful relationship between Chevrolet and that agency from 1955 to 1965. Following an introduction and a list the questions asked about both…

This bibliography lists and describes published and unpublished material relating to mass communications in Singapore, from 1945 to 1973. Most of the items listed are written in English; a limited number are in Chinese. The bibliography is divided into 18 sections: bibliography and reference material; communication theory and research methods;…